Titan Industries' ad for Taneira celebrates women as they are

Created by Famous Innovations, the ad is meant to take sarees and its wearers out of the "passive or regressive imagery" its been subjected to so farETBrandEquity | April 06, 2017, 14:00 IST

Taneira, the women's ethnic wear brand from Titan, has launched a new campaign across digital, print and OOH. With a mood film and still campaign, it showcases the brand's offering of handmade sarees from across India and the women that revel in them. The campaign has been conceptualised by Famous Innovations and shot by Sam Mohan of Yolk Studios.

The film captures 7 women from diverse age groups and backgrounds in different candid moments - some professional, some personal, some large occasions, some everyday on-goings - but all commonly underlined by joy and vivaciousness that marks women and sarees in their natural element.

G V Krishnan, CEO - South, Famous Innovations, says, "The saree holds an amazing power to transform its wearer and evoke multiple emotions. With this campaign, we decided to showcase the lightness and effortless elegance of this any-occasion Indian wear. By breaking the stereotypical portrayal of the saree, the work brings out its beauty in a very real way."

Jeff Emmanuel, head of creative - South Region, Famous Innovations, says, "Taneira is an exciting brand for us because it’s honestly, authentically Indian and shares today's India's progressive outlook. The sarees category has done little justice to the power of this attire and the women who wear it so far, with very passive or regressive imagery. We wanted to change that. In our campaign, you will see women just being who they are in a beautiful and evocative way. And they are all real women, not models, which makes it far more special."

Shyamala Ramanan, business head - Taneira, Titan Industries, adds, "Taneira is as the woman is – effervescent, versatile, rooted and yet progressive. The brand cuts across age groups, body types and cultures, to speak to the femininity, elegance and unique style that we believe every woman has. We are proud to represent almost every part of India through our collection of sarees, as well as all kinds of occasions from every day work to a wedding."